In two experiments the relationship between direct and indirect forms
of affective evaluation was investigated within the framework of a dua
l-pathway model (LeDoux, 1986, 1989). Emotionally valenced faces were
hypothesized to be more directly evaluated affectively than valenced w
ords. A Stroop-like asymmetry was expected, with faces interfering mor
e with word evaluation than vice versa. Similar to experiments investi
gating affective influences of words on words (Greenwald, Klinger & Li
u, 1989), a backward dichoptic pattern-masking technique was used in b
oth experiments, with lateralized presentations of targets and masked
primes in a short and a long presentation condition. In Expt 1, primin
g of emotionally negative, neutral and positive faces on the affective
evaluation of emotionally negative, neutral and positive words was in
vestigated in a two-alternative forced-choice task. In Expt 2, primes
and targets were reversed. A clear asymmetry occurred in both sublimin
al and supraliminal conditions, but completely opposite to the one exp
ected. Implications for a dual-pathway model are discussed.